Didn't the first wave of parkour fandom peak a few years ago? I seem to remember Yamakasi (Parkour movie) coming out, followed by a series of Nike ads, and then maybe the Scion ads - this is the first I've seen recently...

edit:: By the way, Yamakasi is a relentlessly silly movie, but as promised, the action was rediculous. If you can get your hands on it, it's worth taking a look at in my opinion

Now that THEY have their mits on it, they'll become the best in the world at it...and we'll soon see Fedor making his way to the ring by running full speed and vaulting over the ropes, rolling to his feet, and saying, in a cold, calculated fashion: "Why did no one ever tell me of this?"

Actually the Parkour people don't claim the Dvinsk Clan as actual Parkour. The biggest reason I've heard is that people like Jesse Woody at americanparkour.net have specific lists of techniques, which when trained in a prpgressive manner, yield good results with the main goal in mind of being able to move naturally through one's environment while the Dvinsk people are about doing really crazy ass stuff that could leave you seriously screwed up if you fail a move.